Speak like a human
One of the interesting things I noted at the FOWD conference was an insistence on web content being human-like. I guess a more technical term would be conversational or colloquial language - that used in everyday speech.
I came across a good example of this today as I received my shipping confirmation on some posters I ordered:
Internationally shipped orders usually arrive within 14 days, but please allow up to 6 weeks, as the post office can be horribly inconsistent at times, and unfortunately is an issue that is out of our control.
Brilliant. I love the use of ‘horribly inconsistent’ in there. They haven’t spat out some copy that sounds as though it was generated by a robot, but instead have written the copy in such a way that I get the sense that theres humans behind this site and that they care about my experience.
Currently listening to: Rhombus, Future reference
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